What's a Grammy moment worth when the metrics of a streaming-based industry stand in contrast to when the business was built on sales?Brandi Carlile, John Legend, label execs weigh in
In simpler times, an artist could see album sales spike to over 500,000 in the days after abroadcast appearance. That was Santana’s experience in 2000. Following a performance on the show and eight Grammy wins, “Supernatural” flew off the shelves — a gold certification from one key look.
In other words: the economics have changed. “It’s going to come down to the cost to bring an artist to the Grammys,” says a senior executive at a major label. “Back in the day, if there was hypothetically a $200,000 spend to bring the artist in and rehearse, whatever the full-in costs are, then you might look at it and say, ‘Oh, we’re going to generate $1 million in revenue by this one TV hit or $2 million.
Indeed, with a viewership of 19.9 million in 2019 in live +3, up slightly from 19.8 million in 2018, according to Nielsen, the Grammys drew 8 million more viewers than the next-highest rated music show of 2019, November’s CMA Awards at 11.3 million. In fact, among all awards shows over the past 12 months, only the 2019 Oscars, with 29.6 million viewers, reached that large an audience. As far as music is concerned, the Grammys remain broadcast’s main event.
Carlile’s experience echoes the 1990 Grammys, when Bonnie Raitt, whose discography began 19 years earlier, had a big Grammy night with a performance and four awards. A month later, Raitt earned the first platinum certification of her career for “Nick of Time.” It went on to sell more than 5 million copies only to be surpassed by its follow-up, “Luck of the Draw,” at 7 million sold.
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